Triggerhouse

Samuel Adams: Beer Garden, Boston Calling

Boston Calling, Harvard University/Athletics Complex; Boston, MA

Challenge

Educate and generate awareness at the Boston Calling music festival by introducing new drinkers to Samuel Adams while re-engaging past drinkers to highlight new product offerings.

Approach

For the 2019 Boston Calling music festival, Trigger(House worked closely with the Boston Beer team to create a new take on the beer garden. The footprint created an engaging and relaxing way for both the die-hard Samuel Adams fans and new drinkers to experience the refreshing taste. Guests were able to sample Sam ‘76 and were directed to purchase Samuel Adams at any concession stand throughout the festival. While in the beer garden, drinkers could play giant jenga, sign the chalkboard wall, or take photos with their friends to share on social media, all while being able to hear Boston Calling’s main stage lineup.